Description

Description

“International brands are still the preferred choice over their domestic counterparts in the premium segment. Given consumers’ tendency for trading up, domestic brands are likely to face increasing pressure, in particular during out-of-home occasions, where premium brands are more likely to be well received by beer drinkers.

Such a trend is good news for international brands but at the same time is alarming to domestic ones. They will need to find their own approach to reach consumers in the premium segment. Utilising consumers’ preferences for local products in general and the use of high quality ingredients will help to drive consumer associations with a premium image in the category. As such, domestic brands should not shy from broadcasting their localness in the premium segment.

In fact, highlighting the high quality local ingredients used to make their premium products via a series of limited edition products will help them to stand out and shield them from the attack from their international counterparts. ”

– David Zhang, Senior Drink Analyst

Some questions answered in this report include:

How to target female consumers in the beer market?

How to tap into the growing premium segment

How to differentiate a product using revitalised claims of limited edition?

Is craft beer ready to move into the mainstream market?

China surpassed the United States in 2010 to become the biggest beer market in the world and is now nearly double the market size in retail volume terms of the US market; the current second largest market for beer. It is now clear that the beer market has started to become saturated with increasingly limited room for organic growth.

As such, growth is likely to be driven not by expanding penetration but by a focus on improving product quality and encouraging consumers to trade up. Premiumisation will be the key for the future success of beer brands operating in China.

What's included

What's included

Databook

Executive Summary

Infographic Overview

PowerPoint Presentation

Report PDF

Previous Editions

Table of contents

Table of contents

Introduction

Methodology

Limitation

Definition

Inclusions

Exclusions

Executive Summary

Premiumisation becomes the main theme for future development

Figure 1: Best and worst-case forecast of China retail value sales of beer, by value, 2009-19

Five consumer groups identified

Figure 2: Target groups of beer drinkers, September 2014

Beer enjoys a high level of penetration

Figure 3: Penetration of beer, September 2014

Having a meal with friends and family is the key at-home occasion

Figure 4: At-home drinking occasions, September 2014

Eating out remains the key out-of-home drinking occasion

Figure 5: Occasions for drinking beer out of home, September 2014

Brands plays a key role in the beer industry

Figure 6: Beer purchase decision-making process, September 2014

Ingredient quality plays a key role in defining premium products

Figure 7: Attitudes towards premium beer, September 2014

Female segment shows potential

Figure 8: Attitudes towards product and packaging innovation

Issues and Insights

How to target female consumers in the beer market?

The facts

The implications

Figure 9: Beer Spritzer from Asahi launched in Japan, Q4 2014

Figure 10: Sugar-free beer with minerals from Asahi Japan, Q4 2014

Figure 11: Beer for Japanese food, Suntory, Q2 2014

How to tap into the growing premium segment

The facts

The implications

How to differentiate a product using revitalised claims of limited edition?

About the report

This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.